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StateWays n www.stateways.com n March/April 2015 36 How to educate curious consumers about Scotch. A lthough dwarfed by the relative size of the Bourbon and Canadian whisky markets, Scotch remains one of the standard bearers of the urban consumerism. Its cachet of uncompromised quality, breadth of expression and dynamic range of flavor keeps Scotch a global heavyweight. A closer look at the numbers reveals some interesting trends. According to the Beverage Information Group, the Scotch market increased 3.17% to 8.85 million cases in 2013, roughly half the depletion of Bourbon and Canadian for the same period. While the overall Scotch category experienced modest growth, sales of single malts grew a robust 11.3% in 2013. After enduring several years of flat or declining sales, Scotch producers are looking for ways to build on the current uptick in case depletions. With increasing frequency they are relying on consumer education to sustain the momentum. "It's been my experience that training retail staffs ac- tually yields benefits in measurable numbers. I've found there's as much as a 20% increase in sales volume for particular brands following a category seminar that in- cludes some key brand information. The strategy works in all types of retail outlets that carry higher marques," notes Steven Beal, senior master of whisky, Diageo North America. "Whisky lovers always seem to have a story about their favorite brand, who introduced them to it, and when they drank or tasted it first. It starts a word-of-mouth viral recommendation for the brand. All of this begins with quality education." AN ARMY OF EXPERTS There is broad consensus among suppliers about the value of sending brand ambassadors into retail accounts to conduct staff training. The House of Walker, the spir- itual home of Johnnie Walker, travels across the U.S. to key markets throughout the year. The objective is to engage and educate influencers, retailers and consumers about the world's bestselling whisky through curated experiences, according to Director of Scotch Whisky for Diageo North America, Brian Cox. "The extensive Johnnie Walker portfolio of- fers a distinct flavor profile in each of its six labels; therefore, it's important to educate retailers so they can advise consumers on the blend that suits their particular tastes," Cox says. "As part of our retailer educational program, Johnnie Walker's team of whisky experts provides mentorship in the on- and off-premise, highlighting the brand's heritage and liquid credentials. In the off-premise, Johnnie Walker drives consumer awareness and education through an in-store tasting experience that features the new- est additions to the portfolio – Double Black, Gold Label Reserve and Platinum Label." When Rémy Cointreau USA re-launched the Bruichladdich range of malts in 2014, it sent a team of brand representatives on the road to train and taste its network of retailers on the full line so they'd feel confident when hand-selling the malts. The company supported their marketing efforts with a program called "Terroir Matters." Notes Judd Zusel, vice president of marketing & innovation for Rémy Cointreau USA, "The objective of the initiative was to demonstrate the impact terroir has on the character of a whisky. We frequently hold consumer-focused 'Terroir Matters' education events where, for at least one hour, we discuss our philos- ophy and taste consumers on the full product line. These events have been extremely well-received." Erin Robertie is the liquor department manager at Hazel's Beverage World in Boulder, CO. She knows firsthand the wide range of benefits derived from in-store tastings conducted by brand representatives. "It gives consumers and staff the oppor- tunity to sample high-end whisky expres- sions that we otherwise would not have experienced due to their high cost or small allocation," she says. "It's certainly true the more we know, the more we can sell. Customers look for advice and vali- dation when buying Scotch more than any other cat- TRAINING AN EXPERT SALES TEAM BY ROBERT PLOTKIN